You were there, Once: the first day of school in a new shirt. A shirt that made you proud, but your mother was dismissed as being suitable for a rockstar or ill vagrant. You've worn anyway. You took the risk. And when you received the consent of the head of a cool child respected in a crowded hallway, hate your mother has evaporated. confidence restored.
In that case, two people you have appreciated delivered a message. The first was your mother – we love of course, but it is disconnected from the culture of colleges and would never have won the debate. His advice remained a debatable issue.
What makes the difference?
The Power of Influence.
Influencer marketing: a new school term for an old school concept
The influence marketing is a hot topic right now, the center of the marketing industry to its outermost limits. But like many buzzwords and trendy ideas, the influence marketing, as content marketing, semantic search and pink Millennium, is further mentioned that including.
What influence marketing?
The influence marketing is basically the classic celebrity support, but placed in a contemporary marketing campaign focused on content.
We do not need to define the word "marketing", but the concept of "influencer" can, in the beginning, appear more nebulous and new. In short, Influencers are people with refined personal brands, that cater to an enthusiastic audience and confidence. It can be traditional celebrities or relatively ordinary people who have managed to attract many followers on social networks.
The influence of marketing is to identify, seek and engage influencers who create high-impact conversations about your brand with your customers and prospects.
We know the marketing objective and we know that the return on investment of any marketing initiative is measured by action of the target audience, be it a business initiative, a sale, participation in an event or registration email. Although an influence marketing strategy is no exception to this ultimate goal, the difference lies in the starting point.
The relationship between influence and impact
A good influencer deliberately constructed and positioned his personal brand to trust its public market. Where most marketing strategies need to devote time to draw attention, an influencer keeps this level of respect and awareness of his audience through a regular digital engagement, by regularly providing real interactions within its competence.
The marketing has influenced the possibility of unifying marketing, public relations, digital marketing and social media via a strong and relevant communications based on relationships.
Your influence marketing campaigns they are profitable? Have you reached your goals? While working with influencers sounds exciting, this means nothing without results.
What makes an influencer is an influencer?
Maybe for you, the influencer mention immediately evokes images of the stars of the reality and fitness teas. Perhaps there images of millennia and their handcrafted espresso, of selfies and skin care, shoes and satin.
But marketing influence is more than likes and retweets. This is more than a cult game of the following numbers and support. The real power of influencer is twofold: trust and credibility.
Like the classic celebrity you imagine knowing – those you imagine your friend, one in whom you believe and who you trust – the influencer built a foundation of truth between them and their specific audience. This is not something easily translatable in traditional advertising tactics. The influencer is not sold out; is the friend you would like to have, one that sells you something because he believes there.
It's not just the number of subscribers
A big misconception about influencers is that they are always people who follow a lot of social media exponential expansion. Being an influencer is more than a popularity contest.
Consider that the followers are not the same. The masses may be watching every move of a celebrity, but that does not mean they have confidence in or love or respect this person. A subscriber account ensures that hardly anyone listens. Examine your own social media accounts and count the number of people you follow and you never evaluate the opinion, you never would hold to account the recommendations of products and services.
These are good followers
If the followers of an allegedly influential are not the public that your brand must be known, then their number is debatable, regardless of the number of products they produce. An influencer is someone who has the power to really change the perception of others.
Do not confuse fame with the influence
this distinction – followers compared to the real fans, awareness in relation to compliance – is the difference between celebrity endorsement and marketing of influence.
In the marketing sector, the celebrity sponsorship model pays heed to this celebrity name. In doing, a wider net is cast without control over which he will touch. The guarantee is to reach many people, whether or not your target.
in parallel, the influence marketing is based around a specialist with a smaller circle of trust and an organic word-of-mouth, based on honest and authentic experiences.
With the support of celebrities, the price is about the glory. With Influencers, is the relationship.
How an influencer he manages to influence?
In most cases, an influencer exercises power in networks and specific communities. They have a social influence in their communities, often acquired through a strategic and intentional behavior, designed to build a foundation.
But this is not something that happens overnight. The ascent from one user to another is a rise and an update. The title of "influencer" includes many archetypes, each with their own specialties.
The VIP LinkedIn
This is usually a powerful LinkedIn user whose trajectory has earned them praise. They offer professional information via LinkedIn updates – a.k.a. «Broetry» – and career-oriented content. People in their field are taking notice and some act, with comments, and vouch, at variance, in support, finally they commit. Soon, this information on LinkedIn become TED talks and name of the VIP LinkedIn in a specific conference brochure industry. could attract more participants than the free lunch. Today, we get used to more viral influencer. Those who have reached this level of social influence revered through a one-time incident.
The star of YouTube
Even YouTube stars have had to build their platform and build trust. Think Karina Garcia, affectionately nicknamed "the Queen of the mud", which was successful almost overnight with his YouTube video tutorials and DIY experiments on the mud. Since then, Karina has received over 860 million views on his channel and has continued to attract more 6 million fans. His creative credibility and scope among the slime of fanatics led to partnerships with leading brands such as Disney and Coca-Cola. She even announced its own slime kit for Target, proving that influencers are themselves a brand, regardless of how they arrived on the scene.
The model Instagram
Often, a fashionista with cool clothing and a unique look. Note, of course, that in today's world, people are more likely to trust the model that is distinct and authentic, rather than someone who seems too perfect to be real. In most cases, an Instagram celebrity is a person who has his own style and his own grown brand. They know the best hashtags to get in touch with their communities and develop their audience every day.
Le candidat Snapchatter
As Instagram model mentioned above, Snapchat many influencers are known to be honest and real. They gain influence by being ordinary, rather than positioning themselves as celebrities.
The troll Twitter
Someone to stay away, in most of the cases. Twitter is a great example of fans against fans in action. Many interactions on Twitter are fueled by rage and politics, outrage pushing people throughout their day.
Regardless of their particular rise and or social media platforms of their choice, an influencer is someone who has the scope, credibility and a certain ability to sell both his personal brand and the brands they work with.
Naturally, the question is not to know how to become an influencer. Or, if that is the case, you are in the wrong place.
The real question is: how can your brand to find the right influencer?
How can we find an influencer for our influence marketing campaign?
A decision you need to take is to use a tool or find yourself an influencer. While there are many tools and services designed to help you identify influencers, it is likely that your own organic research will have more impact and reliable results.
Here is an overview of the search for the right influencer:
- Create a spreadsheet to track the extent of your influence, with columns comprising: a) a social media platform b) a niche c) the number of followers) a typical engagement th) contact information
- Search already familiar with your brand influencers. The best scenario is that of a person who already like your brand or could easily find it an attraction.
- Make an effort not to reach out to influencers who have worked with competitors, as this will likely make you lose time and their.
- Contact them via DM or email to gauge their interest. Engage in conversation with a final phase of negotiating a partnership. From there, of course, it is important to have a method for measuring the success and effectiveness.
How do we measure the impact of marketing?
Your influence marketing campaigns they are profitable? Have you reached your goals? While working with influencers sounds exciting and sexy, it means nothing without results.
A few ways to measure your influence marketing:
In your experience platforms for analysis and monitoring tools, you may need the help of an analyst or an avid SEO. In short, you must assign specific parameters to URLs shared by all your influencers to monitor distribution and visitor actions resulting influencers.
Leave unique codes influencers is a great way to track the allocation. Every time a customer uses the code provided by a specific influencer, you can attribute directly and accurately returned to its origin.
Create a specific hashtag to an influencer and suggest that introducing it in social media. From there, you can follow the progress of the hashtag from subscribers. Even if you can not correlate specifically with sales, you can see your influence spread into the waters of social media.
Naturally, the following of your influencer marketing is perfectly acceptable. What matters, is that you establish a kind of KPI, because any good marketing campaign requires a flag to be judged.
Remember that the cornerstone of the influence is confidence
Brands such as marketing by the influence have a reason: it's effective. However, like any type of marketing, it is only effective if it is well done. There are no quick wins, no promises and no guarantees.
If you want to succeed with an influence campaign, take the time to do it right. Find influencers who have a real track, people who have a sincere audience and who care about what they say. Partner with relevant influencers.
Remember influencers wish that you work with them, but only if it benefits all concerned: the brand, the influencer and people affected. Think back to history to wear the shirt to school. You want to be this shirt. Your mission now is to find the cool kid who wants to wear the.